The goal of this SWOT analysis is to help BMW Group to identify its critical strategic factors and then build on vital strengths, correct glaring weaknesses, exploit significant opportunities, and avoid disaster-laden threats (Slocum et al, 1994). However, despite its wide and enduring popularity, SWOT has remained a theoretical framework, of limited prescriptive power for practice (Novicevic et al, 2004). Both practitioners and researchers have been disappointed because although SWOT generates interesting questions, it provides little guidance to managers. …
